John Lewis Jr is blunt about his reason for ‘taking the plunge’ into children’s clothing. Though still in his thirties he is an experienced businessman, schooled particularly in the marketing of apparel. The clothing industry is a dynamic one, where taste and fashion can change quickly. If you are doing business in the sector, “awareness” of “where taste and fashion are going” is the secret of staying abreast of the competition. At least that is what Lewis believes.
Accordingly, last Saturday’s launch of John Lewis Styles’ Children’s Department is a strategic initiative by the company designed to add a potentially lucrative prop to an enterprise that has already realised a measure of success in marketing itself. While he intends to sustain the store’s existing Ladies Wear Section,
